To help meet consumer demand, Apple has asked its suppliers to pump out more gold models, according to The Wall Street Journal. Citing "people familiar with the situation," the Journal said Friday that Apple is looking for production of the gold version to rise by one-third.

Apple's online store shows a wait time of 7 to 10 business days for the space gray and silver iPhone 5S models. But the gold edition won't be available to ship until sometime in October.

Did Apple fail to anticipate such heavy demand for a gold iPhone? Or are supply issues affecting the production and inventory of the new iPhone? It's unclear at this point, says the Journal.

CNET contacted Apple for comment and will update the story when the company responds.